Zoë Richardson, the founder of online jewellery store, Zoë Alexandria Jewellery shares her digital transformation journey and how she’s replicating her in-store customer service standards in a digital environment.
Zoë Alexandria Jewellery started at a grassroots level where customer service was paramount since day one. Starting as a side hustle selling jewellery at the markets, we have since built a retail business on the foundation of quality products combined with impeccable customer service. Beyond our product, our personal interactions with customers has been the thing that has kept them coming back time and time again.
Zoë Alexandria Jewellery is now in a transitional phase, where we are moving from a physical retail space to a more digital-focused sales approach.
Through this transition it has been our number one priority to maintain high levels of customer service, ensuring we reflect our core values and build on the current in-store interactions our customers have grown to love. We want to ensure that whilst our customers won’t always be dealing with us face-to-face, they will still feel like they are dealing with a real person, getting exceptional service every time.
Focusing on Personalisation to Improve the Customer Journey
Personalisation was the number one trend for 2018 and this trend has continued on, with the demand continuing to grow throughout 2019. We’ve seen this demand first-hand and from a product perspective, we’ve been able to implement this thinking. Zoë Alexandria offers options for customers to have their jewellery personalised with initials, and our Bespoke range allows customers to work with us to create their own unique one-of-a-kind piece. We have found that customers not only appreciate this point of difference but are making additional purchases based on this fact.
Beyond our product offering, we are working on a new and more detailed email automation/sales funnel, which will embed personalisation and personalised customer service into everything we do. This includes but is not limited to: personalised welcome emails, abandoned cart emails, and emails tailored to select customers based on their previous interactions with us. The benefits of this is that we are growing our subscriber list and building our assets (whilst not being at mercy of Facebook’s algorithm). Plus, we’re able to capture more customer data, target FB dynamic (in-time) custom audiences, and tap into automatic customer service and engagement.
Marketing has always involved using data to create a more targeted experience, however, as we continue to move through this digital transformation process, we will continue to gain access to more detailed data that will allow for a more tailored approach. Through data, we are understanding what our customers want, and through content, we are able to inform and educate them, whilst reflecting the personalised in-store customer experience that is a large part of who we are as a brand.
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